Trendfigyelés

Trendfigyelés is a systematic process of observing and analyzing data to identify emerging trends in markets, technologies, consumer behavior and society. It combines data collection from multiple sources such as sales figures, web analytics, social media, patent filings, research reports and public statistics, with qualitative insights from experts. The aim is to detect signals that may indicate future developments, enabling organizations or institutions to make informed decisions and to prepare strategic responses.

Methods and tools include time series analysis, forecasting models, sentiment analysis, topic modeling, and pattern recognition, as well as dashboards and monitoring systems that trigger alerts when indicators move beyond predefined thresholds. Data governance, quality assurance and privacy considerations are essential, given the diversity and volume of sources.

Applications include product development and portfolio management, marketing and positioning, risk assessment, supply chain planning and policy making. Trendfigyelés is widely used in business intelligence, competitive intelligence and futures studies, as well as in urban planning and public health.

The process typically involves scoping the monitoring questions, selecting relevant indicators, collecting and cleaning data, analyzing signals, validating findings with domain knowledge, and communicating insights to decision-makers. Challenges include data fragmentation, noise and false positives, bias, overreliance on historical patterns, and resource constraints.

See also: market research, trend analysis, competitive intelligence, futures studies, data mining, social listening.